Chp 11 Flashcards
A broad term that includes both mass media and social media
Media
Channels of mass communication, such as television and radio
Mass media
Computer mediated tools that allow people and organizations to create, and share photos, videos, and information for personal, social, political, and professional reasons
Social media
The primary difference between mass media and social media is…
Digitalization
Name three implication of digitization
1) ease of manipulation
2) convergence
3) Speed
The theory that people choose to attend to mass communication in order to fulfill personal needs and preferences
Uses and gratification theory
Mass media’s ability to select and call to the publics attention ideas, events, and people
Agenda setting
A person or group that decides which messages pass through the gates of media that control information flow to consumers
Gatekeeper
The theory that television promotes an inaccurate world view that viewers nonetheless assume reflects real life
Cultivation theory
The cumulative process by which television fosters beliefs about social reality
Cultivation
The process by which mass communication stabilizes and homogenizes social Perspectives; A concept in cultivation theory
Main streaming
The extent to which media representations are congruent with personal experience
Resonance
The ability to understand the influence of mass media and to access, analyze, evaluate, and respond to mass media and informed, critical Waze
Media literacy
The gap between people and communities with access to media, especially social media, and people and communities with less or no access
Digital divide
The integration of mass media, computers, and telecommunications
Convergence
